Furman Brand Style Guide - Furman University

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BRAND STYLE GUIDE

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CONTENTSWHAT IS OUR BRAND?. ............................ p. 2 Brand Positioning .........................................p. 3ABOUT THE BRAND GUIDELINES ............... p. 8 Resources and Support ................................p. 9 Logos and Guidelines ...................................p. 10 Academic Logos ........................................p. 10 Athletics Logos..........................................p. 13 Paladin Logos ............................................p. 14 Color Palette ................................................p. 16 Trademark & Licensing ................................p. 17 Brand Elements ............................................p. 19 Brand Typography ........................................p. 20 Athletics Typography ...................................p. 22 Photography .................................................p. 25 Brand Applications .......................................p. 29

U PDATED: D ECE MB ER 2020

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WHAT IS OUR BRAND?

FURM AN UNIVERSIT Y IS FOR GO - GE T TING HIGH

ACHIE VERS WHO C AN BAL ANCE A HE AV Y LOAD OF

COURSEWORK WITH A GRE AT LOVE FOR COMMUNIT Y

WORK . THE Y ’ RE THE PROBLEM SOLVERS , LIMIT

PUSHERS AND MOS T LIKELY TO SUCCEED.

IT ’ S FOR THEM THAT WE CRE ATED THE FURM AN

ADVANTAGE , AN INTENTIONALLY UNAP OLOGE TIC AND

INTENSE AC ADEMIC EXPERIENCE OUR S TUDENT S AND

FACULT Y WILLINGLY SEEK OUT AND BOND OVER A S IT

PREPARES GR ADUATES FOR LIVES OF PURP OSE AND

ACCELER ATED C AREER AND COMMUNIT Y IMPAC T.

OURS IS A DIFFERENT CL A SS OF S TUDENT S , ONE

WITH THE DRIVE AND INTELLEC TUAL S TA MINA TO

EXCEL IN OUR HIGHLY R ANKED RIGOR . AND WE ARE

ALL AT AN ADVANTAGE , BEC AUSE IT IS CRITIC AL AND

CRE ATIVE THINKING THAT WILL BE MOS T N E E D E D TO

M A K E S E N S E O F A N I N C R E A S I N G LY COMPLEX AND

AUTOM ATED WORLD.

COMMITMENT BREEDS COUR AGE FOR THOSE WITH THE

ME T TLE TO BECOME PAL ADINS .

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THE FURMAN ADVANTAGETHE FURMAN ADVANTAGE PROMISES EVERY STUDENT AN UNPARALLELED EDUCATION THAT

COMBINES CLASSROOM LEARNING WITH REAL-WORLD EXPERIENCES AND SELF-DISCOVERY.

THIS INTEGRATED FOUR-YEAR PATHWAY, GUIDED BY A DIVERSE COMMUNITY OF MENTORS,

PREPARES STUDENTS FOR LIVES OF PURPOSE AND ACCELERATED CAREER AND COMMUNITY

IMPACT — DEMONSTRATING IN CONCRETE TERMS THE VALUE OF A FURMAN EDUCATION.

BRAND POSITIONING

CL A SSROOM LE ARNINGPremier academic programs and teaching are our foundation. In small class sizes, students are taught by renowned faculty, not their assistants.

ENG AGED LE ARNINGStudents connect classroom work to meaningful research, internships and study away opportunities that have direct community impact.

MENTORING & ADVISING For all four years, students have access to a community of expert mentors to help guide them along their path.

INTENTIONAL REFLEC TION Students are guided through and develop healthy habits of reflection, so that they are able to tell their story, and graduate confident and prepared for life beyond college.

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INTERNAL PLATFORMSTARTING FROM A PLACE OF TRUTH IS A POWERFUL WAY TO POSITION A BRAND.

FURMAN UNIVERSITY LOOKS TO BE AUTHENTIC IN THE WAY WE BOND WITH OUR

AUDIENCES. OUR BRAND SPEAKS TO WHO WE ARE.

Combine these truths and we have our internal platform. This platform serves as an internal code, not external messaging.

COMMITMENT BREEDS COURAGE

INTENTIONALLY UNAPOLOGETIC

CULTURE OF DETERMINATION

A VERY PUBLIC MISSION

UNCOMMON LEADERS

+

+

+

BRAND POSITIONING

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We are the go-getters with the mettle to become Paladins. Achievers of feats, solvers of problems and makers of wonder. Melding willpower with brainpower, always questioning, never settling. Because we’re not limited by coursework — only our drive for what’s beyond it. Four years of academic rigor that takes courage, endurance and curiosity. Professors who push us. And a community that supports greatness in everything we do. Finding individual satisfaction by serving with purpose and compassion. It’s not just about personal enrichment, but enriching what’s around us. That’s the advantage Furman offers.

Ultra-curricular isn’t a buzzword. It’s a mindset. It’s a bond that connects wide-eyed incoming students with outgoing Furman graduates who are ready to take on the world. Think of it as “willpower meets brainpower.” Or “way beyond the books.” Ultra-curricular is an action, a spirit and a call-to-arms. And it’s the experience that Furman looks for — and provides — its students.

RATIONALEOUR BRAND RATIONALE IS A STATEMENT THAT DEFINES WHO WE ARE AS A UNIVERSITY.

IT CAN BE A GUIDE FOR CREATING TRUTHFUL AND COMPELLING MESSAGES.

ULTRA-CURRICULAR

BRAND POSITIONING

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DRIVEN

PURPOSEFUL

EMPOWERED

COMMITTED

UNITED

UNAPOLOGETIC

BRAND POSITIONINGTONEWE’VE ESTABLISHED A SET OF TONE WORDS THAT EMBODY COMMITMENT

BREEDS COURAGE . KEEPING THEM IN MIND WILL HELP WHEN DEVELOPING

COMMUNICATIONS FOR THE BRAND. WHEN SPEAKING TO DIFFERENT

AUDIENCES, CERTAIN TONE WORDS MAY BE EMPHASIZED OR UNDERSTATED.

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COPY TONEFURMAN STUDENTS ARE AMBITIOUS, INQUISITIVE AND UNAPOLOGETIC ABOUT

SHAKING THINGS UP. WHEN SPEAKING TO THEM, OUR TONE IS INTENTIONAL , EDGY

AND OCCASIONALLY A LITTLE IRREVERENT, ESPECIALLY IN HEADLINES. IN BODY COPY,

WE BALANCE THIS WITH THE EARNEST INTENTIONS OF THE FURMAN ADVANTAGE.

LIKE A CATEGORY FIVE BRAINSTORM. Hurricanes don’t happen twice. The same might be said about college. We offer a once-in-a-lifetime opportunity to find peers who push you, study with professors who guide you and discover things that move you. The main difference? The eye of this storm is found through your lens.

MINDS WILL RACE. ON OCCASION, COLLIDE.Think of your brain like an engine cylinder. To run, it needs fuel, air and spark. We’ll give you the gas — world-class faculty who engage your mind. A 750-acre campus that’s an all-natural breath of fresh air. When put together, you can’t help but find your spark.

ACHIEVE FOR DAYS, FOR WEEKS, FOR MONTHS, FOUR YEARS.Do you want to do more, make more, be more? Start by supercharging your education. The Furman Advantage guarantees an unparalleled four-year education that combines classroom learning with real-world experiences and self-discovery. It prepares you for a life of purpose, a fulfilling career and every meaningful impact you can make in your community.

BRAND POSITIONING

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PROTECTING OUR BRANDTHESE GUIDELINES ARE DESIGNED TO ENSURE

CONSIS TENC Y AND PROTEC T THE VISUAL

IDENTIT Y OF THE FURM AN UNIVERSIT Y BR AND.

FURM AN ’ S NA ME , LOGO AND ICONIC IM AGES ARE

PROTEC TED BY TR ADEM ARK . FURM AN ’ S PROTEC TED

TR ADEM ARKS ARE ONLY TO BE USED FOR OFFICIAL

UNIVERSIT Y BUSINESS AND SHOULD NOT ENDORSE

OTHER ENTITIES .

ABOUT THE BRAND GUIDELINES

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RESOURCES AND SUPPORT

• Communications strategy• Writing/content strategy• Design/graphics• Digital marketing• Website assistance• Photography: contact University Communications or Jeremy Fleming ([email protected])• Business cards, letterhead and envelopes: Online Print Store (through MyFurman)• Branded templates in the Furman Creative Toolkit: contact University Communications

for access to Design Conductor• Licensing: contact [email protected]

University Communications 864.294.2185 [email protected]

Contact Elizabeth Lichtenberg, senior director of creative services and brand management, on use of marks, colors or brand icons.

[email protected] 864.294.2387

MANY RESOURCES ARE AVAILABLE TO HELP YOU COMMUNICATE EFFECTIVELY

WITH YOUR AUDIENCE. PLEASE CONTACT US FOR:

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THESE GUIDELINES ARE DESIGNED TO ENSURE CONSISTENCY AND PROTECT THE VISUAL

IDENTITY OF THE FURMAN UNIVERSITY BRAND. IF THERE ARE ANY QUESTIONS REGARDING

USE OF THE MARKS, PLEASE CONTACT UNIVERSITY COMMUNICATIONS.

Please note that the creation of logos for programs and departments is limited as they are all housed within the Furman brand. Any new logos must be requested and approved by University Communications.

In printed pieces as well as most non-printed, place the logo after all copy, on the bottom of single page items, and on the last page or on the back of printed pieces with multiple pages. The logo is not a headline; it is to be used as the signature.

THE LOGOS SHOULD ALWAYS BE USED IN THEIR ORIGINAL FORM AND PROPORTION.

THE ACADEMIC LOGO REPRESENTS ALL ACADEMIC AND SUPPORT AREAS AT FURMAN UNIVERSITY.

The Bell Tower symbol may be used alone but should not be altered in any way.

PRIMARY ACADEMIC LOGO

BELL TOWER SYMBOL

LOGOS AND GUIDELINES

THE BELL TOWER SYMBOL APPLICATIONS

ONE COLOR

TWO COLOR

UNACCEPTABLE BELL TOWER APPLICATIONS

NO

NO

NO

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CLEAR SPACETO ENSURE LEGIBILITY, ALWAYS KEEP THE MINIMUM REQUIRED CLEAR SPACE AROUND

THE LOGO. THIS SPACE ISOLATES THE LOGO FROM ANY COMPETING GRAPHIC ELEMENTS

ACADEMIC DEPARTMENT LOGOSALL ACADEMIC DEPARTMENTS AND ADMINISTRATIVE UNITS SHOULD USE A

DEPARTMENT LOGO CREATED AND PROVIDED BY UNIVERSITY COMMUNICATIONS.

To request a department logo, please contact Elizabeth Lichtenberg, senior director of creative services and brand management.

[email protected] 864.294.2387

PRIMARY STACKED DEPARTMENT LOGO (example)

MINIMUM SIZE THE SMALLEST THE LOGO SHOULD BE REPRESENTED IS 1.5" WIDE.

The minimum clear space is defined by the height of the "F" and should be maintained proportionally as the logo is resized.

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UNIVERSITY SEAL THE FURMAN SEAL IS TO BE USED FOR OFFICIAL PRESIDENTIAL COMMUNICATIONS ONLY.

USE MUST BE APPROVED BY UNIVERSITY COMMUNICATIONS.

THE FURMAN ADVANTAGE LOGO THE FURMAN ADVANTAGE LOGO IS TO BE USED ONLY WHEN DIRECTLY REFERENCING

FACETS OF THE FURMAN ADVANTAGE. BECAUSE THIS IS THE VISION OF THE UNIVERSITY,

THE FURMAN ADVANTAGE IS THE FOUNDATION OF OUR COMMUNICATIONS, THEREFORE

THE FURMAN ADVANTAGE LOGO WILL BE USED SPARINGLY.

The Furman Advantage with pillars

Please contact University Communications with requests.

864.294.2185 [email protected]


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ATHLETICS LOGOS EVERY DIVISION I SPORT AT FURMAN NEEDS TO UTILIZE THE DIAMOND F WORDMARK,

THE DIAMOND F, PALADIN FULL LOGO, PALADIN HEAD OR PALADIN SPORT-SPECIFIC LOGO.

CREATING A SEPARATE LOGO FOR INDIVIDUAL SPORTS IS PROHIBITED.

DIAMOND F ATHLETICS LOGO

The Diamond F symbol may be used alone but should not be separated or altered in any way.

THE DIAMOND F SYMBOL APPLICATIONS

ONE COLOR

TWO COLOR

THE DIAMOND F LOGO SHOULD BE RESERVED TO REPRESENT FURMAN ATHLETICS.

DIAMOND F SYMBOL

Unacceptable Diamond F applications

NONO NO


NOTE CORRECT DIAMOND F: The lower "arm" of the "F" should be shorter than top arm.

YESNO

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PALADIN LOGOS


THE PALADIN LOGO REPRESENTS FURMAN'S MASCOT, VICTOR. IT IS NOT LIMITED

TO ATHLETICS BECAUSE IT HAS A BROADER APPEAL TO SCHOOL SPIRIT.

THREE COLOR

THREE COLOR

ONE COLOR

ONE COLOR

Sports-specific examples

Paladin head

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Do not rearrange parts of the logo or create marks that are not provided within these guidelines.

Do not add drop shadows or other text style effects.

Do not alter the colors of the logos or use off-brand colors. Refer to the color palette section for usage.

UNACCEPTABLE LOGO USAGE

Do not condense, extend, crop, rotate, warp, twist, skew, stretch or alter the logo from its original proportions in any way.

Do not use outdated logos.

Unacceptable Diamond F applications

NONO

NOTE CORRECT DIAMOND F: The lower "arm" of the "F" should be shorter than top arm.

YESNO

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COMPLEMENTARY COLORS

PRIMARY SECONDARY

PMS 304 C: 35 M: 0 Y: 5 K: 0 R: 170 G: 222 B: 235 HEX: AADEEB

PMS 1795 C: 5 M: 95 Y: 95 K: 0 R: 227 G: 50 B: 43 HEX: E3322B

PMS 368 C: 60 M: 20 Y: 100 K: 5 R: 102 G: 153 B: 51 HEX: 669933

PMS 124 C: 5 M: 25 Y: 100 K: 0 R: 242 G: 190 B:26 HEX: F2BE1A

COLOR PALETTE

FU RM A N MID NI G HT PU R PLE PMS 2765 C: 100 M: 100 Y: 9 K: 57 R: 32 G: 21 B: 71 HEX: 201547

FU RM A N PU R PLE PMS 268 C: 82 M: 98 Y: 0 K: 12 R: 88 G: 44 B: 131 HEX: 582C83

FU RM A N G R AY PMS 425 C: 48 M: 29 Y: 26 K:76 R: 84 G: 88 B: 90 HEX: 54585A

We use a palette of complementary colors to supplement and add variety to our communications. They are not to be used as secondary colors, but may be used subtly to add visual interest.

UNIVERSITY COLORS MENTION FURMAN UNIVERSITY AND, NATURALLY, THE COLOR PURPLE IMMEDIATELY COMES

TO MIND. IT IS PART OF OUR DNA AND OUR PRIMARY COLOR PALETTE. ALL COMMUNICATIONS

SHOULD USE FURMAN PURPLE AND FURMAN WHITE, WITH FURMAN MIDNIGHT PURPLE AND

FURMAN GRAY AS SECONDARY COLORS.

FURMAN WHITE R: 0 G: 0 B: 0

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TRADEMARK & LICENSING INFORMATION

• Any person, business, or organization must obtain approval and/or a license to use Furman University’s trademarks and logos in any manner and for any purpose. Requests should be submitted to [email protected] or through Affinity Licensing (see page 18).

• Affinity Licensing is the contracted company to manage all of Furman’s licensing.

• All university departments will use vendors that are officially licensed with Affinity Licensing, even for their giveaway products and premiums, to ensure consistency of the use of the marks and brand standards. All vendors may apply to be a licensee (see page 18). › The only exception to the above rule will be for sponsorship deals that have separate contracts

that detail profit-sharing and royalty-type fees.

• All university student organizations will use vendors that are officially licensed with Affinity Licensing, even for their giveaway products and premiums, to ensure consistency of the use of the marks and brand standards. All vendors may apply to be a licensee (see page 18).

• All (on or off) campus installations of signage, environmental graphics, branded décor, and more must be submitted to the Brand & Licensing Review Board ([email protected]) to ensure all brand standards have been met. Examples include wall graphics, furniture with logos, lighting, athletics field installations, etc.

• The university marks and logos may not be used in a way that implies endorsement of another product, business or service.

• The reputation, values and standards of the university are paramount, and the use of any of the official marks or logos is prohibited on distasteful or explicit products. These include inherently dangerous products, obscene or disparaging products, sexually suggestive products or any other product deemed to be in bad taste.

• Non-internal photography and videography requests submitted for approval to: [email protected]

THE BRAND & LICENSING REVIEW BOARD HAS BEEN ESTABLISHED WITH A MISSION TO

MAINTAIN THE INTEGRITY OF FURMAN UNIVERSITY’S TRADEMARKS, NAMES, LOGOS AND

SYMBOLS THAT ARE ESSENTIAL TO PROTECTING ITS BRAND AND REPUTATION. ENSURING

CONSISTENCY WITH BRAND STANDARDS ACROSS THE UNIVERSITY IS PARAMOUNT.

The purpose is to promote, enhance, protect and enforce Furman’s identity and brand through the development, review, support and interpretation of supporting guidelines.

UNIVERSITY POLICY & GUIDELINES

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TRADEMARK INFORMATION

TRADEMARK & LICENSING INFORMATION

VENDOR INSTRUCTIONS FOR APPLYING FOR LICENSING WITH AFFINITY:

• Register on the Affinity portal: https://affinity-gateway.com/signup

• Once approved, an invitation will be sent to set up log-in and password.

• Vendors may then apply for a license.

• There is an annual fee of $100 and royalty fees if products are sold. There are no royalty fees for giveaways.

• Additional information may be found here: https://affinitylicensing.com/licensing/info

THE OFFICIAL TRADEMARKS AND REGISTRATIONS FOR THE UNIVERSITY ARE:

• Furman®

• Furman® University

• Furman Paladins®

• Paladin®

• The Riley Institute®

• The Richard W. Riley Institute®

• FUTM

• Furman FamilyTM

• DinsTM

The trademarks should use the ® or the TM in the text on any item that will be sold to the public. They do not necessarily need to be used on printed material with some exceptions. All logos with the appropriate trademarks should be used according to the Logos and Guidelines on pages 10-15.

All questions can be directed to [email protected]

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BRAND ELEMENTS

DIAMOND CIRCLES COMPLEMENTARY COLORSDIAMOND HALFTONE

SIMPLIFIED DIA MOND

THE FURMAN DIAMOND F IS A RALLYING POINT FOR US ALL: STUDENTS, ALUMNI,

FACULTY, STAFF AND ATHLETICS. WHETHER USING THE SIMPLIFIED MARK IN

PATTERNS OR DECONSTRUCTING THE SHAPE AND USING ITS BASIC FORMS, THE MARK

GIVES AN OWNABLE BRAND ELEMENT THAT ADDS TEXTURE AND VISUAL INTEREST.

NOTE: These elements are reserved for University Communications and University Communications-approved projects.

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BRAND TYPOGRAPHY

TYPE PALETTE

BRANDON GROTESQUE BOLD

ABCDEFGHIJKLMN OPQRSTUV WX YZ abcdefghijklmn opqrstuvwxyz

BRANDON GROTESQUE BLACK

ABCDEFGHIJKLM OPQRSTUV WX YZ abcdefghijklmn opqrstuvwxyz

Large subheads, infographics and typographic art

Subheads, captions, pull quotes, infographics, body copy and other small blocks of copy


Headlines, subheads, infographics and typographic art

OSWALD REGUL AR ALL-CAPS

ABCDEFGHIJKLMN OPQRSTUVWXYZ

OSWALD BOLD ALL-CAPS


ABRIL FATFACE ITALIC ALL-CAPS

ABCDEFGHIJKLMN OPQRSTUV W XYZABRIL TEXT

A BCDEFGHIJKLMN OPQRSTU V W X YZ abcdefghijklmn opqrstuvwxyz

Abril Text Bold Italic Abril Text Regular Italic Abril Text Light Italic

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BRAND TYPOGRAPHY

Aximi, accaepudi sim quam, ut aut qui quis rempos re dellesc iundae sam eum erci officium volupit,

Aximi, accaepudi sim quam, ut aut qui quis rempos re dellesc iundae sam eum erci officium volupit,

AXIMI, ACCAEPUDI SIM QUAM, UT AUT QUI QUIS REMPOS RE DELLESC IUNDAE SAM EUM.

“Aximi, accaepudi sim quam, ut aut qui quis dellesc iundae sam eum. ”

UNDERGRADUATE COURSES

1,500+

AREAS OF STUDY

REMODI SEQUASMOLUPTIOREST AUDA

LEVEL 1 HEADLINESLARGE SUBHEADS, INFOGRAPHICS AND TYPOGRAPHIC ART

LEVEL 2 SUBHEADS SUBHEADS, CAPTIONS, PULL QUOTES, INFOGRAPHICS AND OTHER SMALL BLOCKS OF TEXT

LEVEL 3 BODY COPY

Aximi, accaepudi sim quam, ut

aut qui quis rempos re dellesc

iundae sam eum erci officium

volupit, volor ad quam quae sae

postrum quis eos vidus et que

cullestore dolores tiatecatur.

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TYPE PALETTE

GOTHAM BOLD

ABCDEFGHIJKLM OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

GOTHAM BLACK

ABCDEFGHIJKLM OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

Large headlines, subheads, infographics and typographic art; jersey numbers


Headlines, subheads, infographics and typographic art

PROHIBITION ALL-CAPS


PROHIBITION OBLIQUE ALL-CAPS


GIN ALL-CAPS

ABCDEFGHIJKLMNOPQRS TUVWXYZ - 1234567890

ATHLETICS TYPOGRAPHY

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Gotham MediumAximi, accaepudi sim quam, ut aut qui quis rempos re dellesc iundae sam eum erci officium volupit.

GOTHAM BLACK – ALL CAPSAXIMI, ACCAEPUDI SIM QUAM, UT AUT QUI QUIS REMPOS RE DELLESC IUNDAE SAM EUM.

Gotham Ultra “Aximi, accaepudi sim quam, ut aut qui quis dellesc iundae sam eum. ”

SOCON PLAYERS OF THE YEAR

SOCON COACHES OF THE YEAR

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131REMODI SEQUASMOLUPTIOREST AUDA

LEVEL 1 HEADLINESLARGE SUBHEADS, INFOGRAPHICS AND TYPOGRAPHIC ART

LEVEL 2 SUBHEADS SUBHEADS, CAPTIONS, PULL QUOTES, INFOGRAPHICS AND OTHER SMALL BLOCKS OF TEXT

LEVEL 3 BODY COPY

Gotham MediumAximi, accaepudi sim quam, ut

aut qui quis rempos re dellesc

iundae sam eum erci officium

volupit, volor ad quam quae sae

postrum quis eos vidus et que

cullestore dolores tiatecatur.

ATHLETICS TYPOGRAPHY

GIN AND GIN OBLIQUE

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ALTERNATE FONTS - SCRIPT & FURMAN “F” INITIAL

Furman

Paladins

Furman

Paladins

Fenway ParkWHEN A SCRIPT IS PREFERABLE TO GIN AND PROHIBITION

FENWAY PARK

EXAMPLES OF INITIAL “F” WITH SINGLE & DOUBLE OUTLINE TREATMENTS

FURMAN DIAMOND F PROHIBITION DIAGONAL “FU”

ATHLETICS ALTERNATE FONTSSCRIPT AND "FURMAN F" INITIALS

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PHOTOGRAPHY IS USED TO CONVEY A SENSE OF ENERGY AND MOVEMENT — WHETHER

IT’S HUMAN PERSONALITY OR OUR BEAUTIFUL CAMPUS — TO THE VIEWER. FOCUSED

AND PURPOSEFUL SUBJECT MATTER CONVEYS THE PROPER SENSE OF DETERMINATION

AND DRIVE WITHIN OUR COMMUNICATIONS.

PHOTOGRAPHY

PEOPLEThe Ultra-Curricular concept captures the tone and intent of the Furman brand. We can represent this by depicting students in action — striving, looking, doing and going beyond. Themes of motion and passion play well, and an overall tone of determination is desired. Try to use photos that have real, candid moments. A natural smile is always better than a forced one. When selecting images with multiple people, keep diversity of age, race, gender and ability in mind.

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CAMPUSFurman has a beautiful campus. When selecting shots of campus, look for interesting angles. Images that point up slightly convey the feeling that Furman is focused on what’s ahead. Overviews allude to the broader world that Furman impacts. Also, try to find shots of campus with people, even if they are in the background, to add life to the photography.

PHOTOGRAPHY

To request existing photography for projects, contact University Communications.


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FACETED TREATMENT The Ultra-Curricular mindset represents our willing-ness to seek out, explore and experience a multitude of interactions and learning opportunities. We show this through a faceted photo treatment that brands our photography, creating multi-faceted dynamic imagery.

DIAMOND SHIFT TREATMENTWhen showing the personal transformation the Furman experience provides, the diamond shift treatment gives a sense of an individual’s growth within a single image.

DIAMOND CROP TREATMENT Similar to the faceted treatment, the diamond crop treatment uses the negative space to create a sense of multiple perspectives from a single photograph.

DUOTONE COLOR TREATMENTUsed in our primary, secondary and complementary colors to add visual interest and distinction.

PHOTOGRAPHYPHOTOGRAPHY TREATMENTS

NOTE: These elements are reserved for University Communications and University Communications-approved projects.

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Do not crop an image so that the subject and the emotion of the photograph are compromised.

Avoid staged academic and student life photography.

Avoid static portraiture when profiling individuals.

Do not use photography that appears indistinct.

Do not use stock images of people.

Do not use images that are pulled from the internet or Google Images. These images do not have usage rights.

To request photography or inquire about use of photography, contact University Communications.


OFF-BRAND PHOTOGRAPHY

PHOTOGRAPHY

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BRAND APPLICATIONS

Abril Fatface Italic set in all caps

THE WORLDNEEDS MOREOF YOU

Use of photography showing natural smiles in real, candid moments

Diamond shift treatment

Duotone color treatment

Duotone color treatment

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BRAND APPLICATIONSUse of photography showing natural smiles in a real, candid moment

Spectacular campus photograph with vibrant color and lighting

Prominent Furman logo

Diamond shift treatment Prominent Furman logo

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BRAND APPLICATIONS

Oswald Medium with Abril Fatface Italic set in all caps



Oswald Medium set in all caps

Abril Light body copy

Diamond halftone brand element

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BRAND APPLICATIONS

Spectacular campus photograph with vibrant color and lighting



Color overlay

Use of photography showing natural smiles in real, candid moments

Oswald Medium set in all caps

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BRAND APPLICATIONSSimplified diamond brand element

Callouts set in Oswald Medium and Abril Fatface Italic all caps

Prominent Furman logo


Simplified diamond brand element

Abril Fatface Italic set in all caps

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CONTACT

FO R I N FO R M AT I O N R EG A R D I N G T H I S D O CUM E N T, PL E A S E CO N TAC T:

UNIV E RS IT Y COMMUNIC ATION S 86 4. 294. 2185 [email protected]

E LIZ A B E TH LICHTE NB E RG Senior Director of Creative Services and Brand Management 864.294.2387 el izabeth . l [email protected]

Furman Brand Style Guide - Furman University

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